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題名:從服務主導邏輯理論探究行銷動態能力、知識整合能力及價值共創之相互關係影響
作者:吳中平
作者(外文):Wu, Chung-Ping
校院名稱:元智大學
系所名稱:管理學院博士班
指導教授:江藍龍
學位類別:博士
出版日期:2023
主題關鍵詞:服務主導邏輯行銷動態能力行銷應用能力知識整合能力價值共創服務創新客家桐花祭Service-Dominant LogicMarketing Dynamic AbilityMarketing Application AbilityKnowledge Integration AbilityValue Co-creationService InnovationHakka Tonghua Festival
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回顧近十年學術研究上廣泛討論的議題從商品轉換服務為主導的理論服務主導邏輯,研究文獻也導引與行銷動態能力、知識整合能力的研究,在行銷領域中不斷的被討論,另一服務創新也在有限的理論及正在實證研究的領域發展中,也發現到服務主導邏輯、行銷動態能力、知識整合能力、價值共創、服務創新都以企業的視角包括企業的外部資源與內部資源圍繞著以顧客為中心的商業模式作探討,有鑑於此;本研究以店家視角來探討從參與體驗DIY活動前的服務主導邏輯及行銷動態能力,體驗DIY活動中的知識整合能力及價值共創,體驗DIY活動後的服務創新的相關探究,遂引發本研究之動機,將其視為值得深入探討之議題。
研究方法採用問卷調查之實證分析,選擇曾經參加客家桐花祭節慶體驗DIY活動之店家作為受訪樣本,總計回收有效問卷數共255份。分析方法則採用結構方程模式分析,探究服務主導邏輯如何影響行銷動態能力及知識整合能力及服務創新如何受行銷動態能力及知識整合能力的影響,分析結果顯示具有顯著的影響,並進一步結構方程模式分析行銷應用能力及價值共創對各構面間的調節效果,分析結果顯示具有顯著的調節效果。
最後,本研究理論貢獻從店家的視角驗證了企業以服務為主導的理論對其探索能力及協調、應用、結合能力的影響程度,以及企業的新服務概念、新的顧客介面、新的服務傳遞系統、技術選項與探索能力及協調、應用、結合能力其緊密性與運用之程度,研究結果亦呈現本模型架構具有良好的解釋力。再依據上述研究結果,提出對學術理論與實務管理上之建議與後續研究方向,供學術及業界之參考。
Looking back on the topics widely discussed in academic research in the past ten years, from commodity transformation to service-oriented theoretical service-oriented logic, research literature also guides research on marketing dynamic capabilities and knowledge integration capabilities, which are constantly being discussed in the field of marketing. Another Service innovation is also developing in the field of limited theory and empirical research. It is also found that service-led logic, marketing dynamic capabilities, knowledge integration capabilities, value co-creation, and service innovation all include external and internal resources from the perspective of the enterprise.In view of this, this research focuses on the customer-centered business model;from the store’s perspective, this study explores the service-dominated logic and marketing dynamic capabilities before participating in DIY activities, and the knowledge integration capabilities and value co-creation in DIY activities.the relevant exploration of service innovation after experiencing DIY activities, then triggered the motivation of this study, and regarded it as a topic worthy of in-depth discussion.
The research method adopts the empirical analysis of questionnaire survey, and selects the people who have participated in the Hakka Tung Blossom Festival to experience DIY activities as interview samples, and a total of 496 valid questionnaires are returned. The analysis method adopts structural equation model analysis to explore how service-dominated logic affects marketing dynamic capabilities and knowledge integration capabilities and how service innovation is affected by marketing dynamic capabilities and knowledge integration capabilities. The analysis results show that there is a significant impact, and further structural equation model Analyzing the moderating effects of marketing application capability and value co-creation on each aspect, the analysis results show that there is a significant moderating effect.
Finally, the theoretical contribution of this study verifies the extent to which the enterprise's service-oriented theory affects its exploration ability, coordination, application, and combination ability from the perspective of the store owner, as well as the enterprise's new service concept, new customer interface, and new service delivery. The degree of closeness and application of the system, technology options, and exploration capabilities, as well as coordination, application, and combination capabilities, the research results also show that the model framework has good explanatory power. Based on the above research results, suggestions and follow-up research directions for academic theory and practical management are proposed for reference by academics and the industry.
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